Each year, more and more people head to the annual SXSW festival not for music, but for its Interactive segment. In 2013, attendees totaled 30, 621 - and numbers are expected to have climbed higher than that this year.

Each year, more and more people head to the annual SXSW festival...

Each year, more and more people head to the annual SXSW festival... Photo-6043416.82281 - SFGate

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Amoruso took the stage to dish about Bay Area-born fashion juggernaut NastyGal to a sea of interested fans and tech-minded onlookers.

Amoruso took the stage to dish about Bay Area-born fashion...

Amoruso took the stage to dish about Bay Area-born fashion... Photo-6043417.82281 - SFGate

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Amoruso recounted how she started NastyGal through mastering MySpace and eBay while working behind the security desk at Academy of Art University.

Amoruso recounted how she started NastyGal through mastering...

Amoruso recounted how she started NastyGal through mastering... Photo-6043418.82281 - SFGate

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Like many style-minded brands, Pinterest hosted its own party - one that kept its spirits up even in the rain. The location: Austin's La Barbecue. The star: the Pinnebago, of course.

Like many style-minded brands, Pinterest hosted its own party - one...

Like many style-minded brands, Pinterest hosted its own party - one... Photo-6043419.82281 - SFGate

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2014-03-11-19-26-48.jpg Photo-6043420.82281 - SFGate

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D.I.Y. was on display at Pinterest's barbecue, where attendees could screenprint their own t-shirts.

D.I.Y. was on display at Pinterest's barbecue, where attendees...

D.I.Y. was on display at Pinterest's barbecue, where attendees... Photo-6043421.82281 - SFGate

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If anything was key in fashion at SXSW, it was a pair of solid sneakers. Style hounds everywhere ditched the heels and donned comfortable shoes - and even smiled about it.

If anything was key in fashion at SXSW, it was a pair of solid...

If anything was key in fashion at SXSW, it was a pair of solid... Photo-6043422.82281 - SFGate

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On the trade show floor, true fashion was scarce, though plenty of companies using apparel to send a message were on the scene - like Social Imprints.

On the trade show floor, true fashion was scarce, though plenty of...

On the trade show floor, true fashion was scarce, though plenty of... Photo-6043423.82281 - SFGate

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These high-end headphones ($1,199.95) were among the more stylish accessories on display at SXSW Interactive.

These high-end headphones ($1,199.95) were among the more stylish...

These high-end headphones ($1,199.95) were among the more stylish... Photo-6043424.82281 - SFGate

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This company plans to make its Bluetooth headphones customizable with original patterns and images by summer 2014.

This company plans to make its Bluetooth headphones customizable...

This company plans to make its Bluetooth headphones customizable... Photo-6043425.82281 - SFGate

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Proving that personal electronics are increasingly taking cues from the style realm, this Bluetooth speaker for your pocket comes in cool colors perfect for spring.

Though plenty of people were there to have fun, even more were there to get serious about what's next in fashion ecommerce. Evidence: this line more than an hour before the Accelerating Innovation in Retail panel featuring Will Young of SF-based Zappos Labs and Kristina Simmons of Andreessen Horowitz, among others.

Though plenty of people were there to have fun, even more were...

Though plenty of people were there to have fun, even more were... Photo-6043428.82281 - SFGate

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This app and platform for augmented reality displayed what's possible for fashion brands at SXSW Interactive this year.

San Francisco's ThirdLove took to the streets in its own merchandise to promote the company's lingerie, which shoppers can buy using a mobile app that uses computer vision technology to determine bra size.

San Francisco's ThirdLove took to the streets in its own...

San Francisco's ThirdLove took to the streets in its own... Photo-6043430.82281 - SFGate